Swedish brand Bjorn Borg is to launch retail outlets in China following a partnership deal with Hong Kong-based garment manufacturer Dragon Crowd.

The plan is to establish sales in Shanghai during the second half of 2012, primarily through Bjorn Borg stores and shop-in-shops in large department stores, offering underwear, sportswear, footwear and bags. The plan also includes e-commerce.

“Our expansion into China is another important step in paving the way for Bjorn Borg’s future growth. We believe that Bjorn Borg will attract a growing middle class that wants strong, personal brands. With a knowledgeable and well-connected partner, we expect good opportunities to build sales in one of the world’s most important consumer markets,” says Arthur Engel, CEO of Bjorn Borg.

Dragon Crowd, co-owned by Penny York, is also the franchisee of German lingerie brand Schiesser in China, with over 500 points of sale.

“We look forward to establishing Bjorn Borg in China and believe that the brand fits the Chinese market well, especially considering the colorful and trendy design. With Bjorn Borg’s unique brand profile and a well-planned and long-term enterprise we see strong potential for the brand in the country,” says Penny York, future CEO of Bjorn Borg’s Chinese operations.

Bjorn Borg will be the majority owner with 75 percent, while the local partner will own 25 percent.

Bjorn Borg products are sold in around 20 markets, of which Sweden and the Netherlands are the largest.

GB